2024
DOI: 10.1108/jrim-03-2024-0147
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Unveiling the dynamics that shape online impulse buying behavior

Aastha Kathuria,
Apurva Bakshi

Abstract: PurposeThis study uses self-determination theory (SDT) to investigate the impact of limited-time deals and credit card usage on online impulse buying behavior, with a focus on hedonic motivation as a mediating variable.Design/methodology/approachA survey was conducted with 290 participants from northern India, specifically Punjab, Haryana, Delhi NCR and Chandigarh. The current analysis validates the conceptual framework using the partial least squares structural equation modeling (PLS-SEM) methodology.Findings… Show more

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